When a manufacturer markets a line of products on its own account (whether directly or through a subsidiary) but under a different name, collectors refer to this as a “subbrand.”
Many subbrands were created by the more slippery and colorful characters in writing instrument history, who would adopt different names under which to offer their products in order to evade Federal Trade Commission rules. One of the best examples of this was explored in The Leadhead’s Pencil Blog Volume 7, which untangled the web woven by James Kelley, as he adopted such names as Keystone, Waterson, Banker, and Packard to market products that violated Waterman’s trade name (in violation of FTC cease and desist orders) as well as Sheaffer’s design patents for the Balance.
Sheaffer created several subbrands, but for more respectable reasons. In most cases, subbrands were created and offered to expand product lines into the lower-priced market without diminishing the company’s reputation or extending Sheaffer’s “lifetime” warranty to obligate the company to repair them. Subbrands were also occasionally used by Sheaffer to try out new technical innovations— again, without fear of damaging the company’s reputation or incurring another expensive recall campaign. Unlike the slippery characters, Sheaffer proudly promoted its subbrands as being made by Sheaffer, enhancing the reputation of its lower-priced lines while maintaining sufficient distance from them should they prove unsatisfactory over time.
Univer, Vacuum-Fil, and WASP
Denne historien er fra June 2023-utgaven av PEN WORLD.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra June 2023-utgaven av PEN WORLD.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Remembering Ward Dunham (October 11, 1941 - August 24, 2024)
On August 24, 2024, calligrapher Ward Dunham passed away.
The Black Pen Society and the D.C. Pen Show: Poobah in a Flower Pot
Do you like black pens? If so, you are probably already familiar with the fun, frivolity, and fellowship associated with the Black Pen Society (BPS).
Stationery Fest: This Is Not a Pen Show
Daisy and Neil Ni's twist on the traditional pen show is about community, not commerce.
"It Has Style:" A History of the Aurora Hastil (1969-1970)
The Italian pen company's experiment in modernism led to a revolution in late 20th century pen design. A two-part series.
GW Pens Scores a Critical Hit
With new collections inspired by Dungeons & Dragons and Fender guitars, artisan John Greco is tapping into cultural trends.
Roterfaden's "Pocket Companion' "
The Taschenbegleiter hand-made planner system from German artisan cooperative Roterfaden features a modular organizational system that grows with the user's ambitions.
S.T. Dupont Takes the Iron Throne
The French atelier continues its forays into popular culture with a new, officially licensed Game of Thrones collection.
More Mail, More Dip-Less
The six-part series on dip-less (or one-dip) fountain pens garnered some major attention through its run from October 2023 through August 2024 (Vol. 36 No. 6 Vol. 37 No. 5).
David Oscarson: A Reflection
The artisan pen maker celebrates 25 years of luxury writing instruments with a new collection that harkens to his Art Nouveau roots.
The Parkette Hopalong Cassidy Ballpoint Pen
The Jotter was advertised as Parker's first ballpoint pen, but a novelty item that played on the Hopalong Cassidy culture craze predated it.
